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  • 标题:Evaluation of factors affecting customer loyalty in the restaurant industry
  • 本地全文:下载
  • 作者:Mohammad Haghighi ; Ali Dorosti ; Afshin Rahnama
  • 期刊名称:African Journal of Business Management
  • 印刷版ISSN:1993-8233
  • 出版年度:2012
  • 卷号:6
  • 期号:14
  • 页码:5039-5046
  • DOI:10.5897/AJBM11.2765
  • 语种:English
  • 出版社:Academic Journals
  • 摘要:The aim of the present research was to investigate the factors affecting customer loyalty in the restaurant industry. Data was collected using questionnaire distributed in 10 randomly selected branches of Boof Chain Restaurant in Tehran. In each branch, 40 customers were selected for the study. Ultimately, the research sample consisted of 268 customers. Structured equation modeling was used for data analysis and hypothesis testing. The obtained results show that food quality, service quality, restaurant environment, and perception of price fairness had a positive impact on customer satisfaction, but the impact of restaurant location on customer satisfaction was not confirmed. Also, food quality, service quality, and perception of price fairness had a positive effect on customer trust. The results show that food quality is the most important factor affecting customer satisfaction and trust in Boof Chain Restaurants. Customer satisfaction had a positive impact on customer loyalty, but the effect of customer trust on customer loyalty was not confirmed.
  • 关键词:Restaurant industry; loyalty; customer satisfaction; customer trust
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